The author’s views are entirely his or her own (excluding hypnotic events that are unlikely to occur) and may not always reflect Moz’s views.
In 2021, winning media coverage will be more valuable to your business than ever before. Even if your brand is active on social media and your website is optimized for SEO, you will still miss organic traffic and customers who don’t have backlinks to your website.
Google’s John Mueller recently viewed digital PR as a strategy that is as worthwhile (or even more) as technical SEO, so appropriate media strategies for making money must be implemented.
For PR beginners, getting media coverage can seem daunting.If you have ever wondered where to start, for example “How do I write an effective tone?” with “What kind of content can win the press?” continue reading.
In this article, I will show you how my team has won top news reports and backlinks for clients in the following regions Five simple steps Use content marketing strategies and how to apply these same steps to your own branded content.
Step 1: Idea
When presenting content ideas, please visualize the title to be viewed when the content is to be displayed Attract media attention. What do you want to know, and where do you want it to be displayed?
What can you do for the ongoing discussions in your industry? What new insights or information can you add to the conversation?
For Fractl’s client Porch.com (a company that connects you with home repair professionals), we want to come up with an idea that uses data to tell stories about home renovations.
We try to appear in national publications with a wide range of influence, such as The Washington Post, and more industry-specific websites, such as Realtor.com.
When people want to repair or maintain things in a house, a big question is how much money it will cost. We want to learn more about the most expensive part of home maintenance and the lowest cost of home maintenance in the United States.
For your content, try Come up with an idea Not only can this answer the question, but it is also related to the service or product offering of your brand.
After putting forward some ideas, make sure to evaluate each idea according to the SUCCEss model. SUCCEss is an acronym that stands for: simple, unexpected, specific, credible and emotional.
We checked all the checkboxes in the SUCCEss model for the Porch.com campaign idea.
this is very simple: What is the cost of on-site repairs in the United States?
Unexpectedly: Home maintenance costs in certain areas are beyond your imagination.
specific: This idea is very specific and can answer a question.
This is believable: We are using data to back up our statements.
Touching: In the United States, money and home ownership are two exciting topics.
Once you have your idea, and it has all the ingredients for success, then it’s time for the second step.
Step 2: Create a content marketing campaign
There are many different ways to conduct a content marketing campaign.The way you create your campaign really depends The data source you use for the content.
The content of some of the most popular ideas uses one of the following sources:
Social media data (Twitter, Facebook, Instagram)
Google Trends Data
Company internal data
Publicly available data sources (FDA, WHO, Census Bureau, etc.)
Find out the best way to answer the question. Do you want to learn more about life in American families? A survey may be your best choice. If you want to know how people feel about a particular topic, you can try to mention the word using social media platforms such as Twitter. If you want to understand the prevalence of queries over a period of time, you can use Google Trends. Finally, public data from the government is a great way to learn more about various topics.
For our Porch.com idea, we can conduct a survey to ask Americans about their home maintenance costs, but we don’t. Most survey respondents will turn to the amount they spend on repairs, and the data will not be as reliable.
Instead, we looked at Porch’s internal data to obtain more reliable information about the cost of repairs to homes in the United States. We checked the postal codes of each state. These postal areas have the highest cost of house maintenance and the lowest cost, and can predict how much it will cost each year.
There are many different ways to solve a project, so before choosing a strategy, evaluate all other content creation methods.
Step 3: Design and copywriting
Content design work is an important step that should not be given up when creating content to earn backlinks and news reports. Journalists covering content items always use the graphics and data visualizations in your campaign to help tell the story. If you always want at least one graphical visualization to help tell the story of the data, that would be the best choice.
When carrying out Porch’s activities, our main goal was to find the highest and lowest cost of house repairs in the United States. It is very reasonable to use a map to illustrate our findings. Readers in each state can quickly and easily find out how their state compares with others.
For example, from this asset, readers can easily see that New Jersey has the highest repair cost, while Mississippi has the lowest repair cost.
The key to creating great graphic assets is to keep it simple and most importantly, easy to understand. Use simple charts, such as pie charts, bar charts, and maps, so that readers can quickly digest information. Keep the design consistent with your company’s brand and always include your company logo somewhere on the graphic to cover your campaign without a link so people know who is conducting the survey.
As for copywriting, storytelling is essential for data activities. How does this data facilitate dialogue? What decisions can readers make based on this information? Use data to tell stories and make sure to highlight the most important insights.
When creating a piece of written content for the campaign, All the elements of writing a great blog post apply. Here are some tips to consider:
Use eye-catching headlines.
Write in a conversational but authoritative way. Readers do not need to have a thesaurus on hand to decipher the gist of the project.
Writing sympathetically. Will these data enhance or oppose the real problems that are currently occurring? Consider how someone’s influence on the topic would react to seeing your findings.
Consider the goal of the content. If you want to create content for digital PR, Your main audience should be the reporter you recommend. You are writing for them. Therefore, you don’t need any loud CTA like in regular blog posts. Not all content can (or should) achieve all goals.
Finally, don’t let the reader comb through a lot of data to find good things. Reporters don’t have time to figure out why your project is relevant to them. You need to tell them. Point out the most interesting data points and establish realistic connections with these data points for journalists. Include current events related to your story.
Step 4: Media promotion
Once the content is created, it can be said to be the most difficult step of all: Digital PR Promotion. Outreach can be daunting for beginners in PR, because all the work is done at this moment: can you ensure media coverage and is worth all the effort?
The good news is that if you have a wealth of content and follow our media relations guidelines, you should be able to achieve all your promotional goals.
Create email extension list
Building a list is the first step to winning media coverage, and it all starts with your content. Understand the findings of what your team produces, such as the back of your hand. If you know it inside and out, you can visit list building.
List all the actionable insights your content has. What potential headlines will you see? From what perspective can reporters view the data you provide?
We have adopted three news perspectives regarding Porch’s housing maintenance costs: regional, industry and financial. This topic uses a large amount of regional data, involving industries and personal financial management.
Once you have your own insights, start looking for reporters who frequently report on topics related to your content. For us, the writers we looked at covered mortgages and house renovations as well as DIY.
Promote emails to expand the scope of promotion
Once you know who you want to sell to, you can create a list of content that lists the different bullets found in the content, which may be of interest to various publishers. Financial reporters may be more interested in the financial impact of house repairs, while industry scenes may want to learn more about the actual maintenance perspective.
When writing pitch, Please make sure your emails are concise-up to 200 words per email. Make sure to tell the reporter why you should contact them in the first paragraph. How do you know this content is relevant to them?
Journalists receive dozens of e-mails every day. Make sure to stand out by contacting them, and once you get their attention, don’t waste their time writing a lengthy email. Provide them with project highlights, including relevant statistics that match their beats, and send them a link to the entire page so that they can study it in depth if appropriate.
In 2019, Fractl Surveyed more than 500 journalists Ask them what they love and hate most in public relations activities. When it comes to e-mail marketing, this is their top ten biggest annoyance.
Step 5: Report success
Using the sales process above, our simple idea of exploring the cost of house maintenance has turned into 188 coverage and 82 follow-up links.Our campaign on Porch.com appears in Washington post, Mortgage report, Realtor.com, Reader’s Digest, And more.
Once you start to see coverage scrolling, keep track of each placement in the spreadsheet. Make sure to include the Coverage URL, the type of links they have (not following or not following), the domain authority of the site, and social engagement. With these metrics, you can track the success of your campaign relative to other campaigns you create.
Profitable media will prevail in 2021
Content marketing need not be too complicated. This five-step method is a fail-safe method that can attract media attention from a wide range of digital publishers and gain backlinks in the process.
Acquired media It is by far the most favorable public relations strategy for 2021 and beyond. When you create data-backed content marketing campaigns to generate industry discussions, you can also increase your brand awareness, trustworthiness, and ranking in SERPS. This is a win-win strategy and will continue to maintain a leading position in marketing strategies.